Sprite, a brand of Atlanta-based The Coca-Cola Co., announced the launch of its new summer limited-edition collection, The Fresh Faces Series. The series builds on more than 30 years of celebrating the sound and feel of hip-hop, the company says.
Throughout the years, Sprite has partnered with numerous rappers and influencers who have played a major role in changing the hip-hop game through self-expression, the company explains. The success of the Sprite Obey Your Verse campaign last summer — which paid tribute to emerging and legendary artists through custom, lyrical packaging and designs — set the stage for the Fresh Faces series, it adds.
Hitting store shelves this month, the 16- and 20-ounce cans and bottles feature illustrated images of rappers Logic, KYLE and MadeinTYO, comedian Jay Versace and music producer Wondagurl.
“Given the growing reach and impact of hip-hop culture, Sprite has always supported the industry’s up-and-coming creators,” said Stefan Miller, Sprite brand manager, in a statement. “This series allows us to highlight the cool, crisp freshness of our brand and product while showcasing our partners in a new and different way by bringing their faces to the forefront.”
“The Fresh Faces Series extends this relationship, enabling hip-hop fans to enjoy and engage around the next generation of talent who are making their mark on the culture in new ways,” he continued.
To help introduce the collection, Sprite debuted a 30-second TV commercial starring Versace. The spot premiered during the BET Awards 2018 on Sunday, June 24, and follows the comic’s memorable quest for much-needed refreshment, the company says.
“Working with Sprite and alongside these talented musicians was an incredible experience,” Versace said in a statement. “I am excited to see this series come to life and play a role in keeping this summer cool.”
In addition to the commercial, the integrated summer marketing campaign will help bring all five personalities’ individual freshness to life, the company says. The platform will include a blend of custom live and animated video and interactive social content across Snapchat, Instagram, Facebook and Twitter, it adds.
Sprite Fresh Faces 16- and 20-ounce cans and bottles are available at retailers nationwide until Sept. 2, while supplies last. Consumers also can experience different elements of the Sprite Fresh Faces campaign using their mobile phone through sip&scan, the company says. As fans collect and consume the limited-edition cans and bottles this summer, they can visit www.sprite.com to scan the sip&scan icon and unlock artist content and play for rewards, it adds.